148 research outputs found
Storytelling in Initial Coin Offerings:Attracting investment or gaining referrals?
Full text linkGiven the scarce insights around the effectiveness of different brand communication strategies in Initial Coin Offerings (ICOs), this work, through four experimental studies, investigates the role of storytelling in affecting consumer responses to ICOs. Drawing on Elaboration Likelihood Model, study 1 uncovers the differential effect of two storytelling modes (i.e. factual vs emotional) on consumers’ amount of investment and online brand advocacy in ICOs. Study 2 examines the moderating effect of endorser expertise (i.e. high vs low) on consumer responses to ICOs. Study 3 investigates the framing of the storytelling message (i.e. loss- vs gain-framed) whereas study 4 explores whether the cryptocurrency purpose (i.e. altruistic vs profit-oriented) affects consumer responses to ICOs. Our findings uncover the differential benefits (e.g. financial vs reputational) that storytelling modes bestow to consumers and provide directions on how issuers should strategize their brand communication during ICOs
The effect of internal market orientation, internal dynamics and knowledge management strategies on NSD project performance
Full text linkRecognizing that service firms' performance is driven from their capability to innovate, new service development (NSD) is an increasingly important area of interest, as it can provide service organizations with a sustainable competitive advantage and ensure their long-term prosperity. The main objective of this thesis is to deliver an integrated framework for the strategic management of NSD by acknowledging how various internal conditions affect NSD project performance. The focus of this dissertation rests on the contingent effect of project manager's behaviour, interfunctional relationships and team-level contingencies on different new service development outcomes. In particular, the role of project manager's Internal Market Orientation, interfunctional relationships (i.e. trust, conflict, interfunctional integration and political activity), team-level conditions (i.e. climate, task and relationship conflict) and knowledge management strategies (i.e. personalization and codification strategy) for project learning, organizational learning, resource allocation effectiveness and efficiency and project performance during NSD is evaluated. To investigate these relationships, a hierarchical research design is adopted by drawing nested data from both two different sources (i.e. project managers and participants of NSD projects) across several service industries. A final usable sample of 116 project managers and 543 responses from NSD participants was obtained. Results highlight the importance of project manager's Internal Market Orientation adoption for NSD project performance while the role of interfunctional relationships, team-level contingencies, individual perceptions and knowledge management strategies during also proves critical for NSD. This dissertation is anticipated to provide service managers with several useful insights regarding ways of improving the management and the organization of the NSD process as well as to shed light on the relative effectiveness of different knowledge management strategies for project performance, project learning and resource allocation during NSD. The identification of how intra-organizational dynamics and contextual factors concurrently influence performance, learning and resource allocation during service innovation efforts will optimize their daily management and help practitioners understand the impact of their actions on team dynamics and innovation performance.Recognizing that service firms' performance is driven from their capability to innovate, new service development (NSD) is an increasingly important area of interest, as it can provide service organizations with a sustainable competitive advantage and ensure their long-term prosperity. The main objective of this thesis is to deliver an integrated framework for the strategic management of NSD by acknowledging how various internal conditions affect NSD project performance. The focus of this dissertation rests on the contingent effect of project manager's behaviour, interfunctional relationships and team-level contingencies on different new service development outcomes. In particular, the role of project manager's Internal Market Orientation, interfunctional relationships (i.e. trust, conflict, interfunctional integration and political activity), team-level conditions (i.e. climate, task and relationship conflict) and knowledge management strategies (i.e. personalization and codification strategy) for project learning, organizational learning, resource allocation effectiveness and efficiency and project performance during NSD is evaluated. To investigate these relationships, a hierarchical research design is adopted by drawing nested data from both two different sources (i.e. project managers and participants of NSD projects) across several service industries. A final usable sample of 116 project managers and 543 responses from NSD participants was obtained. Results highlight the importance of project manager's Internal Market Orientation adoption for NSD project performance while the role of interfunctional relationships, team-level contingencies, individual perceptions and knowledge management strategies during also proves critical for NSD. This dissertation is anticipated to provide service managers with several useful insights regarding ways of improving the management and the organization of the NSD process as well as to shed light on the relative effectiveness of different knowledge management strategies for project performance, project learning and resource allocation during NSD. The identification of how intra-organizational dynamics and contextual factors concurrently influence performance, learning and resource allocation during service innovation efforts will optimize their daily management and help practitioners understand the impact of their actions on team dynamics and innovation performance
Internal market orientation as a value creation mechanism
No full textPurpose: This paper aims to re-examine the nature, aim and scope of internal market orientation (IMO) and introduce it as a value creation mechanism for the firm’s internal market. A service-dominant logic (SDL)-based perspective of the IMO notion is advanced, and the key steps and phases for value creation in the internal market are outlined. Design/methodology/approach: This conceptual paper bridges the IM discourse with the SDL literature, and the latter’s implications for internal marketing theory and practice are discussed. Findings: Drawing on the premises of the SDL, IMO re-surfaces as an interconnected operant resource that can be enacted through performing three sets of activities central in the value creation process for internal stakeholders (i.e. value-identifying, value-generating and value-enhancing activities). These groups of relevant value-enabling activities required for IMO enactment are extensively discussed and their role in the value creation process is scrutinized. Originality/value: This conceptual paper aspires to provide a managerially relevant understanding of value creation in the firm’s internal market. An SDL-driven understanding of IMO is advanced setting it as a value creation mechanism appealing to a wider range of organizations.</p
Achieving favourable customer outcomes through employee deviance
No full textThis study advances current knowledge by examining how employee deviance and customer participation during a single employee–customer exchange generate favourable customer responses. This work bridges the employee deviance stream with the service encounter literature and illustrates the importance of equity theory in deviant service exchanges between customers and employees. Moreover, results add to the ongoing debate on service nepotism by canvassing the consequences from the customer’s active participation in deviant exchanges which appears to enhance customer perceptions of the exchange. A 3 × 2 between-subjects experimental design was adopted which manipulates three types of pro-customer deviance along with customer’s participation (or not) to the exchange. The dependent variables capture three types of perceived customer justice (cognitive outcomes) and customer’s affective state (affective outcome). Findings illustrate that customers approve employees’ deviance for their own benefit while also indicate favourable outcomes from deviant exchanges with employees such as higher perceived justice and a more positive affective state. The article concludes with a discussion of the theoretical and managerial implications, limitations and research directions that emerge from this study.</p
Identifying some internal S/F factors of NSD project performance
No full textPurpose: The purpose of this paper is to integrate existing streams of literature in service innovation and services marketing and adopt an internal perspective of the new service development (NSD) process by discussing the role of some intra‐organizational contingencies that determine NSD project performance.Design/methodology/approach: This paper develops a number of propositions applicable to new service development projects, in order to shed light on how internal team dynamics and contextual antecedents of service innovation affect NSD project performance.Findings: The importance of adopting an internal market orientation (IMO) for new service development performance is illustrated. The role of intrateam contingencies, such as trust, relationship conflict and political activity and some contextual antecedents, such as resource allocation effectiveness and efficiency and cross‐functional integration for NSD project performance are also discussed.Originality/value: This study is clearly a fruitful path of exploration ahead to help NSD project managers understand the importance of the internal environment for NSD performance. Moreover, different proxies of NSD performance are suggested in order to identify organizational gains stemming from NSD initiatives.<p/
Exploring the implications of blockchain technology for brand–consumer relationships:a future research agenda
No full textPurpose: The purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature are canvassed (i.e. brand positioning and corporate brand image, consumer–brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues for researchers in the field. Design/methodology/approach: This conceptual paper sheds light on the potential implications of blockchain technology for brand–consumer relationships. To do so, an analytical review of the blockchain literature is conducted, the nature of blockchain technology is presented and its unique features and functions for brand–consumer interactions are discussed. Findings: This paper ignites an exploratory discussion around how blockchain applications and platforms can affect consumer–brand relationships, drawing on a number of real-life examples of blockchain adoption. This discussion sheds light on how blockchain features can impact on various areas of interest for strategic brand management, such as the adoption of digital currencies, brand storytelling, use of blockchain-enabled loyalty programmes, role of intermediaries in online advertising, counterfeit consumption, brand transparency and trust for brands in online marketplaces, amongst others. Originality/value: This is one of the first conceptual efforts in the branding literature that draws on the scarce existing knowledge around blockchain adoption and discusses the potential implications of blockchain technology for brands and consumers whilst also providing directions for future research.</p
Investigating Key Antecedents and Outcomes of Employee‐based Brand Equity
No full textA wealth of research examines firm or consumer-based brand equity but largely ignores internal stakeholders' perceptions of the brand asset. The present study focuses on service employees who affect both internal (i.e. other employees) and external (i.e., customers) stakeholders through their interactions. The study draws on cognitive psychology and social identity theory to develop and empirically test an integrated model of antecedents and consequences of employee-based brand equity (EBBE) that distinguishes between a cognitive and an affective route for its development via brand knowledge and brand identification respectively. The research extends the limited work on EBBE by examining how perceptions of employees about their supervisors' brand leadership behaviors and their supervisors' focus on their subordinates significantly drive employees' responses to the internal brand. The proposed model also highlights the significant role of EBBE vis-à-vis two citizenship behaviors, namely brand value dissemination and customer orientation.</p
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